By Melanie Coleman
Google, ever the disrupter, has done it again. Late in 2020, Google launched Google Analytics 4, or GA4, and ultimately sent the world of analytics into a bit of a frenzy.
As a decade-long user of Google Analytics, I would be remiss in saying I felt a bit frazzled myself– mainly because of the misconceptions around what GA4 is, and what it is not. Before we dive in, let’s take a look at how we got here.
Google Analytics has been around since 2005, and…
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